第七章 結論與反思
第三節 研究限制與未來研究建議
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
第三節 研究限制與未來研究建議
一、研究限制
本研究在實驗設計與操弄上,已盡可能排除可能干擾實驗結果的不相關變 數,以保證研究之信效度,但仍存在若干研究限制可供後續研究參考並改進。
(一)負面口碑訊息類型的操弄
在設計負面口碑訊息時,為維持理由型和情感型兩類負面評論的內容基本一 致,本文僅以替換部分詞語的方式進行操弄。這一處理方式雖然能夠有效排除其 他因素的干擾,但同時也導致情感型負面評論中仍包含理由訊息,使得實驗結果 相對保守。因此建議未來研究可採取不同形式的操弄進行實驗,更加明確地區分 兩類負面口碑影響效果。
(二)實驗刺激物的產品或服務選擇
在選擇實驗刺激物的產品或服務品類時,考慮到經驗型產品在購買前的訊息 需求程度較高(Mitra et al., 1999),本文分別以旅館和餐廳作為刺激物進行實驗 施測。然而,有研究指出,在正面口碑的情境下(Jimenez & Mendoza, 2013),
對於搜尋型產品,評論內容的細節程度及評論一致性均對消費者的訊息可信度、
購買意願具有積極影響;而對於經驗型產品,評論一致性對消費者的購買意願仍 有積極影響,評論內容的細節程度則無顯著效果。因此,後續研究可將本文的理 論架構拓展至更多的產品類別進行討論。
(三)內容分析法的抽樣過程
在篩選各個城市的旅館時,為控制各旅館狀況相近,本研究以三星旅館、距 離市中心里程數為條件進行限縮。在此過程中,僅以研究者的主觀判斷決定限縮 範圍,未考慮到各個城市中所有旅館的星等或距離市中心里程數的整體分佈狀 況,因此內容分析部分的結果推論至全體旅館時存在一定限制。
二、未來研究建議
在現實的網路購物情境中,消費者需要處理網站本身所積累的大量評論,亦 可能通過主動搜尋的方式獲取資訊。未來研究可貼合實際情境,探討在面對更多 數量及類型的評論內容時,消費者如何利用有限的認知資源處理單則或多則負面 評論。同時,可考慮採實地實驗法,設計可供點擊下單的購物網頁,頁面中羅列 具有不同口碑情形的同類產品,以消費者的最終決策及後續問卷填答調查其態度
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
與行為,進而探討負面口碑之影響效果,以提高實驗結果的外在效度。
此外,互聯網發展已逐步進入到以語義識別為基礎的 Web3.0 時代(Patel, 2013)。在行銷業界,大數據應用亦產生了以口碑監測為利基的新型服務模式。
本文在觀察實務場域時發現,評論內容所包含的面向千奇百怪,無法以簡單前測 確認所有旅館相關細節的重要程度。未來研究可考慮與業界合作,利用計算機程 式自動抓取網頁資料,其優勢如下:(1)可免去抽樣過程所造成的誤差;(2)可 通過算法和語義分析準確計算產品或服務所有相關因素的出現頻次,並以此作為 負面口碑重要程度的參考依據;(3)節省人力與時間成本,並可維持實時更新。
故此,未來研究可利用巨量數據,更加準確及多層次地分析與把握負面口碑的影 響機制及效果。
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
參考文獻
中文文獻:
林秀雲譯(2013)。《社會科學研究方法》,台北:雙葉。(原書 Babbie, E. [2013].
The practice of social research [13rd ed.]. Wadsworth, US: Cengage Learning.)
周國忠(2002)。〈消費者用餐需求與餐館選擇之研究〉,真理大學管理科學碩士 學位論文。
陳國明、彭文正、葉銀嬌、安然(2010)。《傳播研究方法》。台北:威仕曼。
張春興(1998)。《現代心理學》。台北:東華。
張宇梁、吳樎椒譯(2007)。《研究設計:質化、量化及混合方法取向》,台北:
學富。(原書 Creswell, J. W. [2004]. Research design: qualitative, quantitative, and mixed method approaches. London, UK: SAGE.)
張錦華、陳菀欣(2015)。〈從人權報道觀點分析五地 10 報新疆衝突報道框架〉,
《新聞學研究》,125: 1-47。
葉蓉慧、陳凌(2004)。〈由個人自我構念價值看中國、香港與台灣之文化趨向及 爭辯行為〉,《新聞學研究》,80: 51-87。
英文文獻:
Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social- and self-motives on the intentions to share positive and negative word of mouth.
Journal of the Academic Marketing Science, 41(5), 531-546.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Arndt, J. (1967). Word of Mouth Advertising: A review of the literature. New York:
The Advertising Research Foundation Inc.
Babic, A., Sotgiu, F., Valck, K., & Bijmolt, T. H. A. (2015). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297-318.
Baker, A. M., Donthu, N., & Kumar, V. (2015). Investigating how word of mouth conversations about brands influence purchase and retransmission intention.
Journal of Marketing Research. Retrieved from http://journals.ama.org/doi/abs/1
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
0.1509/jmr.14.0099.
Barelson, B. (1952). Content analysis in communication research. Glencoe, Ill., Free Press.
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.
Bone, P. F. (1995). Word of Mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.
Brown, C. L., & Carpenter, G. S. (2000). Why is the trivial important? A reasons-based account for the effects of trivial attributes on choice. Journal of Consumer Research, 26(4), 372-385.
Calder, B. J., & Burnkrant, R. E. (1977). Interpersonal influence on consumer behavior: An attribution theory approach. Journal of Consumer Research, 4(1), 29-38.
Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339–351.
Casielles, R. V., Alvarez, L. S., & Rio-Lanza, A. D. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability.
Journal of Advertising Research, 53(1), 43-60.
Chan, H., & Cui, S. (2010). The contrasting effects of negative word of mouth in the post-consumption stage. Journal of Consumer Psychology, 21(3), 324-337.
Charlett, D., Garland, R., & Marr, N. (1995). How damaging is negative word of mouth? Marketing Bulletin, 6(1), 42-50.
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553-563.
Chen Z., & Lurie, N. H. (2013). Temporal contiguity and negativity bias in the impact of online word of mouth. Journal of Marketing Research, 50(4), 463-476.
Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238-254.
Chiang, C. F., & Jang, S. C. (2006). The effects of perceived price and brand image on
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
value and purchase intention: Leisure traveler’s attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
Cuieford, J. P. (1965). Fundamental statistics in psychology and education (4th ed.).
New York: McGraw-Hill.
Dodds, W. B, Monroe, K. B., & Grewal, D (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research,28(3), 307-319.
Duclos, R., & Barasch, A. (2014). Prosocial Behavior in intergroup relations: How donor self-construal and recipient group-membership shape generosity. Journal of Consumer Research, 41(1), 93-108.
Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14(4), 548-565.
Gardner, W. L., Gabriel, S., & Lee, A. Y. (1999). “I” value freedom, but “we” value relationships: Self-construal priming mirrors cultural differences in judgment.
Psychological Science, 10(4), 321-326.
Gorn, G., Pham, M. T., & Sin, L. Y. (2001). When arousal influences ad evaluation and valence does not. Journal of Consumer Psychology, 11(1), 43-55.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale:
Word-of-mouth measurement scale for e-services context. Journal of Administrative Sciences, 27(1), 5-23.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effect for uni-national and bi-national product. Journal of International Business Studies, 19(2), 235-253.
Hayes, A. F. (2012). Process: a versatile computational tool for observed variable mediation, moderation, and conditional process modeling. New York: Guilford Press.
Haywood, K. M. (1989). Managing Word of Mouth communications. Journal of Services Marketing, 3(2), 55–67.
He, H., & Harris, L. (2014). Moral disengagement of hotel guest negative WOM:
Moral identity centrality, moral awareness, and anger. Annals of Tourism Research, 45, 132-151.
He, S. X., & Bond, S. D. (2015). Why is the crowd divided? Attribution for dispersion
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
in online word of mouth. Journal of Consumer Research, 41(6), 1509-1527.
Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley.
Retrieved from https://books.google.com.tw/books?id=Zh6TDmayL0AC&redir_
esc=y
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
Hong, J., & Chang, H. H. (2015). “I” follow my heart and “we” rely on reasons: The impact of self-construal on reliance on feelings versus reasons in decision making. Journal of Consumer Research, 41(6), 1392-1411.
Hutchinson J. W., & Alba, J. W. (1991). Ignore irrelevant information: Situational determinants of consumer learning. Journal of Consumer Research, 18(3), 325-345.
Jain, S. P., Desai, K. K., & Mao, H. (2007). The influence of chronic and situational self-construal on categorization. Journal of Consumer Research, 34(1), 66-76.
Jimenez, F. R., & Mendoza, N. A. (2013). Too popular to ignore: the influence of online reviews on purchase intentions of search and experience products. Journal of Interactive Marketing, 27(3), 226-235.
Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: How reliance on traditional media and the internet influence credibility perceptions of weblogs among blog users.
Journalism & Mass Communication Quarterly, 81(3), 622-642.
Katona, Z., Zubcsek, P. P., & Sarvary, M. (2011). Network effects and personal influences: The diffusion of an online social network. Journal of Marketing Research, 48(3), 425-443.
Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107-128.
Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457-501.
Krishna, A., Zhou, R. & Zhang, S. (2008). The effect of self-construal on spatial judgments. Journal of Consumer Research, 35(2), 337-348.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ responses
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
to negative word-of-mouth communicaton: An attribution theory perspective.
Journal of Consumer Psychology, 11(1), 57-73.
Lalwani, A. K., & Shavitt, S. (2013). You get what you pay for? Self-construal influences price-quality judgments. Journal of Consumer Research, 40(2), 255-267.
Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative word-of-mouth behavior. Canadian Journal of Administrative Science, 18(3), 163-178.
Marrkus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
Mishra, V., & Roch, S. G. (2013). Cultural values and performance appraisal:
Assessing the effects of rater self-construal on performance ratings. The Journal of Psychology, 147(4), 325-344.
Mitra, K., Reiss, M., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. Journal of Service Marketing, 13(3), 208-228.
Mizerski, R. W., Golden, L. L., & Kernan, J. B. (1979). The attribution process in consumer decision making. Journal of Consumer Research, 6(2), 123-140.
Norris, D. G. (1992). Ingredient branding: A strategy option with multiple beneficiaries. Journal of Consumer Marketing, 9(3), 19-31.
Olson, J. C. (1973). Cue properties of price: Literature review and theoretical considerations. Paper presented at 83rd Annual Convention of the American Psychological Association, Montreal, Canada.
Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.
Psychological Bulletin, 128(1), 3-72.
Park, H. S. (2001). Self-construal as motivating factors in opinion shifts resulting from exposure to majority opinions. Communications Report, 14(2), 105–116.
Patel, K. (2013). Incremental Journey for world wide web: Introduced with web 1.0 to recent web 5.0- A survey paper. International Journal of Advanced Research in Computer Science and Software Engineering, 3(10), 410-417.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review. Journal of Marketing Research, 26(3), 351-357.
Richins, M.L. (1983). Negative Word-of-Mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78.
Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers’ risk perceptions. Journal of Consumer Research, 9(1), 38-46.
Shin, D., Song, J. H., & Biswas, A. (2014). Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance. Marketing Letters, 25(2), 153-165.
Singelis, T. M. (1994). The measurement of independent and interdependent self-coustruals. Personality and Social Psychology Bulletin, 20(5), 580-591.
Swaminathan, V., Page, K. L., & Gurhan-Chanli, Z. (2007). “My” brand or “our”
brand: The effects of brand relationship dimensions and self-construal on brand evaluations. Journal of Consumer, 34(2), 248-259.
Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2012). Word of mouth: measuring the power of individual messages. European Journal of Marketing, 46(1), 237-257.
Sweeney, J. C., Soutar, G. N.,& Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. Journal of Marketing, 42(3), 344-364.
Tetlock, P. E., & Boettger, R. (1989). Accountability: A social magnifier of the dilution effect. Journal of Personality and Social Psychology, 57(3), 388-398.
Tiwari, K., & Singh, R. (2012). Perceived impact of ingredient branding on host brand equity. Journal of Marketing and Management, 3(1), 60-77.
Verhagen, T., Nauta, A., & Feldberg, F. (2013). Negative online word-of-mouth:
Behavioral indicator or emotional release? Computers in Human Behavior, 29(4), 1430-1440.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion.
Psychological Review, 92(4), 548-573.
Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 27(3), 382-386.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(1), 38-51.
Wheat, R. (2010). The empowered shopper. The Hub Magazine, May/June , 42-46.
White, K., Argo, J. J., & Sengupta, J. (2012). Dissociative versus associative responses to social identity threat: The role of consumer self-construal. Journal of Consumer Research, 39(4), 704-719.
White, P. D., & Cundiff, E. W. (1978). Assessing the quality of industrial products.
Journal of Marketing, 42(1), 80-86.
You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing, 79(2), 19-39.
Yun, G. W., & Park, S. Y. (2011). Selective posting: Willingness to post a message online. Journal of Computer-Mediated Communication, 16(2), 201-227.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A mean-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, Y., & Shrum, L. J. (2009). The influence of self-construal on impulsive consumption. Journal of Consumer Research, 35(3), 838-850.
Zhang, Y., Feick, L., & Mittal, V. (2014). How males and felmales differ in their likelihood of transmitting negative word of mouth. Journal of Consumer Research, 40(6), 1097-1108.
網路資料:
CNN (2015, June 3). 10 most popular cities for travelers in 2015. Retrieved November 13, 2015, form http://edition.cnn.com/2015/06/03/travel/mastercard-t op-10-destination-cities-2015/.
TripAdvisor. Official website. Retrieved November 13, 2015, from http://www.tripadvisor.com.
TripAdvisor. About TripAdvisor. Retrieved November 14, 2015, from http://www.tripadvisor.com/PressCenter-c6-About_Us.html.
Samsung. Retrieved July 2, 2016, from https://www.tmall.com.
‧
13 Adagio Access Paris TilsittChamps Elysees -ex-Citea 3 2.8 1417/1796 3 221 3889 23 Ramada Encore Istanbul
Bayrampasa 3 3.1 582/1039 3.5 44 1873 33 Bridal Tea House Hotel
(West District) 3 2.7 336/695 3 52 1821
‧
附錄二:編碼須知(Coding Instruction)
注意事項:
1- London; 2- Bangkok;
3- Paris; 4- Dubai;
5- Istanbul; 6- Seoul;
7- Hong Kong; 8- New York
4- Very Good(好)
3- Average(一般)
11. Neutral 中立或是無法清楚辨識其屬性的觀點。
12. Feeling(+) 指由產品或服務引起的情感反應、情境之下的瞬間感覺 作為評論依據;為正面情緒。如感到安全等。
13. Feeling(-) 指由產品或服務引起的情感反應、情境之下的瞬間感覺
‧
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
附錄四:實驗一前測問卷(二)
親愛的受訪者:
您好!這是一份學術性問卷,目的在於瞭解人們對旅館評論的觀感。本次調查採不記名 方式,您的回答基於學術倫理絕對保密,請放心填答。感謝!:-)
政治大學傳播學院 陳靜
一、基本資料 1.性別:□男 □女 2.年齡:__________
二、關於旅館評論
在認真閱讀完下述評論內容後,按程度選擇最符合您實際情況的表述:
評論 A:這家旅館房間的隔音不好,房間的 WIFI 訊號不佳,浴室裡水龍頭的水 壓很小。不推薦這家旅館。
(1)我認為評論 A 的內容主要為:
描述具體事實 1 2 3 4 5 6 7 宣洩個人情感
評論 B:旅館房間的墻根本沒用!房間的 WIFI 訊號糟糕!浴室水龍頭的水壓難 以接受。不喜歡這家旅館!
評論 B:旅館房間的墻根本沒用!房間的 WIFI 訊號糟糕!浴室水龍頭的水壓難 以接受。不喜歡這家旅館!